Jeffrey R Loibl

Business Challenge:
Safety is a core priority for ride-share operations, particularly during the COVID-19 pandemic. Uber needed a consistent, engaging way to communicate safety measures to riders and drivers that would reinforce trust, drive engagement, and support operational adoption of new protocols. The challenge was to create a scalable, high-impact creative approach that could outperform existing visual standards.

Executive Ownership & Strategic Direction:
As Global Creative Director, I directed the strategy, creative testing, and design system development for Uber’s global safety communications. Key responsibilities included:

• Aligning product and marketing stakeholders on creative direction for a high-visibility safety initiative

• Leading a test-and-learn approach to determine the most effective visual treatment for engagement

• Scaling the winning creative system across email and in-app surfaces globally

• Ensuring brand consistency while reinforcing trust, clarity, and accessibility for riders and drivers

Creative Strategy & Execution:

• Launched a monthly safety communications cadence integrating email lifecycle flows and in-app notifications

• Conducted A/B testing comparing photography versus a branded Safety Blue design system

• Developed a modular, scalable design system that could be applied across multiple safety-related products and messages

• Ensured visual and verbal consistency, while optimizing for clarity, accessibility, and engagement

Impact:

• Safety Blue achieved a .33% click-through rate, .11% higher than photography and nearly three times Uber’s typical engagement benchmark

• Established a global visual standard for safety communications that extended across in-app experiences during COVID

• Improved rider and driver engagement with safety content, reinforcing trust and perceived reliability of the platform

• Created a scalable, test-driven creative framework for future operational communications